The Only Key You'll Need - Email Campaign
goal:
Increase Sales
the challenge:
Generate bookings among the adult and couples market to drive occupancy during the typically low season of January and early February. The resort is much better known as a family destination and had difficulty attracting adult couples previously.
insight & strategy:
Audience needed to be educated on all the available amenities, entertainment options and activities available for adults, and enticed with a special offer. We created a compelling offer and an engaging visual communication to deploy electronically to the hotel’s existing database.
the result:
- Two days after launch, Google Analytics reported a 25.6% increase in page views over traffic reported a week earlier
- Booking window began in November and December, generating over $71,000 (273 nights) during those months
- Campaign earned an additional 219 nights of stays equaling $56,000 for the January-February 2012 stay window
about the client:
A member of Preferred Hotels & Resorts and an AAA Four-Diamond Award-winning resort, the tropical 60-acre Hawks Cay Resort is located midway down the Florida Keys at mile marker 61 on the island of Duck Key. With the completion of a $35 million renovation in 2008, the revamped resort boasts a tropical elegant décor that captures the true essence of the Florida Keys. The resort selected travel/tourism experts Diaz & Cooper as their brand agency to help increase bookings, market share and open new markets.
solutions used:
Customer Retention/Loyalty Programs
eMail Marketing
Lead Generation/Database Marketing
